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Problem Questions
• These questions probe for problems, difficulties or dissatisfactions.
Each invites the customer to state Implied Needs.
• However, they are not positively related to sales success in larger
sales.
• Problem Questions are necessary. If you can’t solve a problem for
your customer, then there’s no basis for a sale.
• By asking Problem Questions, they uncover the Customer’s Implied
Needs.
Implication Questions
• Are questions about the effects, consequences or implications of
the customer’s problems? For example, “How does a shorter
amortization affect your cash flow from the property?”
• Are strongly linked to success in larger sales.
• The central purpose of Implication Questions is to take a problem
that a buyer perceives to be small and build it up into a problem
large enough to justify action.
• They are “sad” questions because they identify the problem.
Need-Payoff Questions
• They ask about the value or usefulness of solving a problem. For
example, “Is it important to reduce your monthly mortgage
payment?” “Why would you find this solution helpful?”
• They focus the customer’s attention on the solution rather than the
problem creating a positive problem-solving atmosphere.
• They get the customer telling you the benefits. For example, “Why
would a 10 year fixed rate loan be a benefit to you?” “Because I
have the peace of mind of knowing that my rate is fixed for a long
period of time.”
• They are “happy” questions because they identify the solution.
The SPIN Model – Asking questions that are important to the
customer is what makes the SPIN model a success.
• It’s questioning sequence taps directly into the psychology of the
buying process.
• Buyer’s needs move through a clear progression from Implied to
Explicit.
SPIN Selling
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• The SPIN questions provide a road map for the seller, guiding the
call through the steps of need development until Explicit Needs
have been reached.
• The more Explicit Needs you can obtain from buyers, the more
likely the call is to succeed.
How to Use SPIN Questions
• To ask SPIN questions effectively, begin by recognizing that your
role in a sales call is that of problem solver.
• How To Plan Problem Questions
o Before going into a sales call, write down at least three
potential problems which the buyer may have and which
your products or services may solve.
o Then write down some examples of actual Problem
Questions that you could ask to uncover each of the
potential problems you’ve identified.
• How To Plan Implication Questions
o The Problem Questions are identified, then ask yourself
what related difficulties this problem might lead to, and
write these down.
o Think of these as the implications of the problem.
o For each difficulty, write down the question it suggests.
• Using Need-Payoff Questions – unlike Implication Questions,
Need-payoff Questions have wide generality. Some generic Need-
payoff Questions are:
o Why is that important?
o How would that help?
o Would it be useful if...?
o Is there any other way this could help you?
6. Preventing Objections
Objection Handling versus Objection Prevention – the best way to
handle objections is through objection-prevention strategies, where the
seller first develops value using Implication and Need-payoff Questions
before offering solutions.
SPIN Selling
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